Marketing
Advanced SEO & Performance Marketing
Search intent, on-page work, and paid campaigns judged by results.
Advanced SEO & Performance Marketing is for someone who already knows the marketing map. You will go deeper on search intent, page quality, and paid campaigns that have to justify their spend. The course is sceptical of tactics that only look busy.
Course syllabus
01. What the query is for
- Intent behind a query
What the person hoped to find, not just the keyword.
- Three kinds of intent
A how-to, a comparison, and a purchase are three different pages.
- One spelling, two jobs
The same words can mean a product or a problem, and the page has to choose.
- A query that is not your offer
Some searches are the wrong job, and a page for them wastes the visit.
- Read the current results first
The results already showing tell you what kind of answer people get today.
- The words they would type
Write the query as they would, and the outcome they hoped to leave with.
- Local and branded are separate briefs
A nearby shop and a brand name are not the same task as a general guide.
- Intent on the brief
Write the query, the job, and the page type before you draft.
02. Choosing pages
- Queries from real conversations
Start with support mail, sales calls, and site search, before a keyword tool.
- A big number is not a reason
A large search volume with the wrong intent is a page you should not write.
- One URL, one job
Two intents on one address makes a page that finishes neither.
- Improve a page you already have
Check whether an existing URL can do the job before you add another.
- Two URLs fighting for one job
When two of your pages compete, keep one and point the other at it.
- A hub only when the reader needs it
A central page and a few supporting ones, only if the person needs that path.
- Ideas you are declining
A short list of pages you will not write this quarter, with the reason.
- Fix what already gets visits
Change a page people already open before you invent a new URL.
03. Page quality
- A page that deserves the visit
Structure, answers, and internal links with a job.
- The title matches the hope
The tab text is close to the query and still true to the page.
- The answer is on the first screen
The point is visible before a story about the company.
- A claim with something behind it
A date, a source, a number, or a limit, so the sentence can be checked.
- Pages that exist only to catch a query
A thin page or a doorway page is one you should not ship.
- Something the other results do not have
A step, a constraint, or an example from work you actually did.
- Useful even if it never ranks
The page should help a person who was handed the URL directly.
- One section, before and after
Rewrite one part and say what the reader can now do.
04. On the page
- One H1 and the outline under it
The subject, then headings that are the parts of the answer.
- Headings that say the point
A specific line, rather than a label such as Overview.
- A link whose text names the next page
The words of the link say what the destination is for.
- An image that explains
A figure that carries information, with alt text that states what it shows.
- A table for a real comparison
Rows and columns when the differences are the reason for the page.
- A URL a person can read
Short and stable, without a string of parameters if you can choose.
- A snippet that summarises
The meta description says what is on the page, and does not invent a promise.
- Structured data that matches the page
Mark up only what a visitor can see, or leave it off.
05. Links and indexing
- Navigation named for the visitor
The labels are the jobs a person has, not your department names.
- A link a crawler can follow
If the only path is a click handler, the page may never be fetched.
- A page nothing links to
A URL with no internal link is a page you have hidden from your own site.
- One preferred URL
When the same page has two addresses, pick one and point the other at it.
- What you allow into the index
Use noindex on a thin tag page, and write down why.
- Filters that mint endless URLs
Choose which filtered addresses may be indexed, and block the rest.
- A redirect to the page that still helps
A moved page sends the person to the URL that still does the job.
- A sitemap does not fix a weak page
A list of URLs can help discovery, and it does not make a thin page worth opening.
06. A visit that works
- A first view that arrives
If the page is slow to show, people leave before they get the answer.
- The phone layout is the real page
Check text size, layout, and tap targets on a phone, which is how many people arrive.
- Speed numbers as symptoms
A slow render, a jump, or a late response is the problem, not a score to collect.
- A real page and an honest 404
The page you meant returns success, and a missing URL says it is missing.
- Words in the HTML you serve
If the answer appears only after a script, confirm the HTML still contains it when it must.
- A rule that hides the page
A robots rule or a login wall can block the URL you wanted found.
- The same title on every URL
A template that stamps one title across the site gives every page the same promise.
- One fix, then measure again
Change a single cause, then look at field data rather than a lab score alone.
07. The search report
- Queries, URLs, and clicks
Which searches showed which page, and whether anyone opened it.
- Seen and not clicked
The result was shown and skipped, so the title or the intent may be wrong.
- Clicked and quickly gone
They arrived and left, which means the page may not have done the job.
- Position is a hint, not a grade
It moves, and a small site should not treat a daily twitch as news.
- Separate your own name
Searches for your brand are a different story from a query you are trying to earn.
- A log of what you changed
The edit and the date, so a movement in the chart has a candidate cause.
- What is not evidence
A rank screenshot or a single day is not a result you should act on.
- A note at the end of the month
Queries, pages, what you changed, and what you will not change again.
08. Paid structure
- Campaign structure
Account, campaign, and the page that receives the click.
- The queries you actually bought
What you bid on, and the search terms report that shows what you paid for.
- Queries you refuse to buy
Negative keywords for jobs that are not yours, added as you see them.
- A budget you can afford to learn from
Enough spend to see a pattern, and small enough that a bad week is survivable.
- A bid strategy you can explain
Manual or a simple automated rule, aimed at the conversion you defined.
- One promise per ad group
The ads in a group point at the same offer and the same page.
- Your name and the category, apart
Paying for your brand is a separate decision from paying for a category query.
- Someone reads the search terms
A person looks on a schedule, not only when the invoice arrives.
09. The ad and the page
- Creative and landing match
The ad and the page should promise the same thing.
- A headline that states the offer
What the person gets, inside the length the ad allows.
- A description that adds a fact
A price, a constraint, or a next step, rather than a second slogan.
- A landing page with one next step
The form or the product, without a menu that leads them away.
- The click and the page disagree
They clicked for pricing and landed on a story, so the click was wasted.
- Paid traffic still has to load
A slow page now has a cost every time someone arrives.
- Extra links that go somewhere
Each sitelink has a real destination that matches its label.
- Two versions, then a decision
A comparison you can finish, rather than a pile of variants nobody will read.
10. Judging spend
- Spend, leads, and stopping
When a number means continue, and when it means stop.
- The conversion you meant
A lead, a purchase, or a call, and not a click if a click was not the goal.
- What each result cost
The amount you paid per conversion, next to what that conversion is worth to you.
- Traffic is not the goal
A report that stops at visits is unfinished when the campaign was meant to produce leads.
- A small sample is a hint
A handful of conversions can mislead, so wait for the volume you agreed.
- The rule for pausing
Stop an ad that spends without the result after the volume you set, or that buys the wrong query.
- A quiet ad that still converts
Low volume is acceptable when the cost per result is one you can keep.
- Half an hour once a week
Search terms, spend, conversions, and one decision.
11. Work you can defend
- The quarter on one page
What you will improve, what you will publish, and what you will pay for.
- Work you are stopping
Daily rank checks, and pages written only to hit a word count.
- A page hypothesis
A sentence that says why you think clicks are low, and what you will change.
- An ad hypothesis
A sentence that says whether the landing page fails to repeat the offer.
- Read the page as a person
Read it aloud, and cut a line that was written for a tool rather than a reader.
- What you cannot promise
You can name the work and the number you will watch, and you cannot name a rank you will hold.
- Notes the next person can use
Queries, URLs, campaigns, and the decisions, so the work is not trapped in a login.
- One bet for next month
A single page or campaign change, and the number you will look at.
Lecture videos stay with the course. Playback for enrolled students will open once payments are available. Video links are not published on this page.